패션비즈니스 (Journal of Fashion Business)

  • 제26권6호
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  • Pages.64-81
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  • 2022
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  • 1229-3350(pISSN)
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  • 2288-1867(eISSN)
한국패션비즈니스학회 (The Korean Society of Fashion Business)
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Suggestion of a Strategy for Fashion Customization Services -An Integrated Perspective of Narcissism and Brand Prestige-

  • Ha Youn, Kim (Dept. of Clothing and Textiles, Kunsan National University) ;
  • Yunjeong, Kim (Dept. of Fashion Design, College of Art, Chung-Ang University)
  • 투고 : 2022.11.20
  • 심사 : 2022.12.22
  • 발행 : 2022.12.30
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초록

Many fashion brands provide sophisticated customization services with advanced technology. Previous studies have revealed that a high level of customization aided by technology positively influences purchase intention. However, since fashion products are society-approved symbols, brand prestige and consumer propensity are expected to affect purchase behavior of customized products. This study aims to identify the purchase decision mechanism of customized products by identifying the relationships among self-expression, brand prestige, narcissistic disposition, and purchase intention. An online survey was conducted on 220 Korean women in their 20s and 30s with customization experience. The results of the data analysis showed that the affluent customization area and narcissistic disposition positively affected purchase intention. Surprisingly, when brand prestige was high and narcissistic disposition was low, the more affluent the customization area, the higher the purchase intention. However, for higher narcissistic disposition, no significant relationship was found between the customization area and purchase intention. This study provides insights into discriminatory customization strategies based on consumer propensity and the brand prestige level when providing customization services in fashion brands.

키워드

과제정보

This study was funded by Kunsan National University.

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